It's just advertising folks

7 replies
This is something started writing a while ago and never finished and it is
looking like I never will. Claude reminded me of it, so i figured
I would just post it as is, maybe it will help some one.

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One of the things i hear all the time is "You make it look so easy",
I also hear a lot of "you are the luckiest guy i know"
To be honest this really used to annoy the heck out of me. I have worked my tail off to learn my skill set, and for some one to break it down to luck is very irritating.

Every one who spends any amount of time in this forum knows I am not a teacher, trainer or coach, nor do i have any designs on becoming one. I do however have a skill that is severly lacking, that is my ability to write my thoughts out in a manner
that is both cohesive and engaging. Starting right now, i am attempting to practice that skill.

They say practice makes perfect, and who knows maybe somebody will learn something along the way.

If you want to blame some one for this, feel free to blame John,Claude,Nathan,Jason, David and a few others.

Those guys piss me off on a regular basis, truth is, I am pissed off at myself not them, for i am completely jealous of their writing skills. I am an avid reader and these guys can suck you in as well if not better then a lot of best sellers.

Now back to me being the "luckiest guy in the world"

Maybe I am lucky, however I create my luck when selling. The attempt today is to help you change the way you think about a few things. maybe, just maybe this may help you become "lucky" too

I want you to take a step back for a moment and think about what you offer. Do your best and try to simplify it.

Now I know some of you are saying, SEO, Websites, Videos ... ect.

Your wrong! You did not step back far enough. When you break it down to the basics, you are selling advertising, nothing more.

Why are we breaking it down to such a rudimentary way of looking at it? Because; simple, sells.

Do you want to be lucky? Do you want to have your sales sky rocket? Do want to be the next superstar?

Then you need to grasp the concept, "simple, sells". The simpler you make things, the easier it is for you to understand it the easier it is for the prospect to understand, and the easier it is for prospect to know why they need you.

90% of the web services being sold are nothing more then advertising.

Why is this distinction important? Let me ask you, when was the last time you sold something to someone that they did not understand? Anyone with there hands raised needs to lower it, becuase your full of *hit.

That just does not happen in the real world, not for high ticket items.

What is the best way to get some one to understand something? Easy, equate it with something they already understand.

Lets switch gears for a moment, while keeping the theme; Simple, Sells.

Why do people go into business for themselves? Why did you?

"more time for my kids", "independence", "freedom?" ... ect

Again, your not thinking simple enough, the root answer is usually money.

I don't care how you try to justify your response, the truthful answer is money, "more" money to be specific.

That applies to you, me, and just about every business owner you approach.

Don't believe me? When is the last time you said, "I am good, I don't want any more money"?

Have you ever heard a business person say it?

Now that you realize that its all about money, lets simplify it farther, "greed".

Why is that important to understand? Easy, you can now take those two simple fundamental truths and tie them together.

You can literally use just these two truths (its only advertising) and (the greed factor) to sell just about anybody, ANYTHING web related. Truth be told, you can use them to sell anybody anything, not just web stuff.

Your following the path right? Its all advertising, and everyone is greedy. So how do you tie that together to make sales?

Businesses understand advertising and businesses understand advertising brings them in more money.

What advertising mediums do almost ALL business think understand over any others? Newspaper advertising.

Business know if they place a good advert or a coupon in a newspaper, they WILL make more money.

See what I mean about keeping it simple? You can feel that truth in your bones cant you? Stop and ask yourself why.

Like business owners all across the world, you have heard it all of your life. Regardless of, if it is true or not. You have heard it for so long, you believe it.

How does that help you with sales? Simple, if you understand what your selling is just advertising, and you relate what your selling to newspapers, now the business owners also understands.

Not to mention, it is deadly simple, and walks hand in hand with the greed factor.

What pushes the greed button with newspaper advertising? Circulation.

That is a word ALL business think they understand . When a business is pitched ad space in a newspaper, magazine or a phone book. The very first question they ask is "what is the circulation rate". Why do you think they do that?

Ever notice how their voice changes a bit, or they get all jittery and excited? Kind of reminds you if a kid shaking the gift boxes at christmas time, right? That is them seeing the dollar signs, fanatsizing about the potential.

That is the beginning of greed factor. Will greed alone make the sale, no. You need to cultivate it, You give it a nudge.

You do that by simplifying the sale and focusing on something people really want to buy.

People only want to buy what they feel comfortable with. the quickest way to
do that is equate what your selling to something they think they already understand.
#advertising
  • Profile picture of the author James English
    I'm glad you decided to revisit this and post it Ken! Is there any way we could entice you to finish writing the rest of it :p?

    Either way, fantastic advice for everyone here!
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    • Profile picture of the author kenmichaels
      Originally Posted by Trent English View Post

      Is there any way we could entice you to finish writing the rest of it :p?
      Probably not, its a time thing, or i would have just finished it.

      I did it so long ago, i actually forgot about it until Claude mentioned it.
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  • Profile picture of the author Lulu Chil
    Thanks for the post Ken. It would be nice if you could finish it please.
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  • Profile picture of the author digichik
    This is simplicity at it's finest. This is what we do in a nutshell. Ken, you have just demonstrated that Common Sense is not a lost quality after all, just extremely rare these days. Thank you.
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  • Profile picture of the author misterme
    Interesting stuff.

    Originally Posted by kenmichaels View Post

    One of the things i hear all the time is "You make it look so easy",
    I also hear a lot of "you are the luckiest guy i know"
    To be honest this really used to annoy the heck out of me. I have worked my tail off to learn my skill set, and for some one to break it down to luck is very irritating.
    I'm going to say something now that may conflict with people's beliefs but I find the same annoyance holds true if you swap out "luck" for some "deity," "karma" or "fate."

    When a business is pitched ad space in a newspaper, magazine or a phone book. The very first question they ask is "what is the circulation rate". Why do you think they do that?
    I think in part it's because the print industry has trained advertisers to think in those terms. It's a bullshit term. Circulation numbers is what they hold out as significant plus base their ad rates on, when what's significant to an advertiser is the advertiser's ROI and that alone. You know what "circulation" is? "This is how many newspapers we distribute." You know what "total readership" is? "The paper gets handed over to grandma to line her birdcage after her daughter's done clipping out coupons for Food Lion."
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    • Profile picture of the author Claude Whitacre
      Originally Posted by misterme View Post

      Interesting stuff.



      I'm going to say something now that may conflict with people's beliefs but I find the same annoyance holds true if you swap out "luck" for some "deity," "karma" or "fate."



      I think in part it's because the print industry has trained advertisers to think in those terms. It's a bullshit term. Circulation numbers is what they hold out as significant plus base their ad rates on, when what's significant to an advertiser is the advertiser's ROI and that alone. You know what "circulation" is? "This is how many newspapers we distribute." You know what "total readership" is? "The paper gets handed over to grandma to line her birdcage after her daughter's done clipping out coupons for Food Lion."
      I was advertising in a newspaper years ago, and the circulation was 25,000.

      After my rep quit, she told me that real circulation was 9,000. The rest were newspapers unsold in the dispensers, pass-a-long readership, and unsold copies on news stands.

      And I don't believe in Luck. My fate is to fulfill my destiny...as foretold in the prophesy. It's basic science, that's all.

      Claude "Sales Deity" Whitacre
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    • Profile picture of the author kenmichaels
      Originally Posted by misterme View Post

      Interesting stuff.

      I think in part it's because the print industry has trained advertisers to think in those terms.
      That is exactly my point. They have done all the work for us. It makes
      it easy to piggy back a sale off of that ingrained training.

      Originally Posted by misterme View Post

      It's a bullshit term.
      Technically your correct. But I love the term, every one is so cozy with it.

      Everyone thinks they know what it means, Even when they don't.

      When they don't and you educate them, it builds your credibility.

      When they think they do, it just makes life so much easier.


      Originally Posted by Claude Whitacre View Post

      And I don't believe in Luck. My fate is to fulfill my destiny...as foretold in the prophesy. It's basic science, that's all.
      I had to thank you just for that line.
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